Domestic tourism continues to make up the largest proportion of visitors to Daylesford and Hepburn Shire, but international visitation is showing signs of growth.
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Business Victoria statistics show international day visitation to the Goldfields region dropped 7.7 per cent in the last 12 months to September 2017, but there has been a jump in overnight stays.
Visitors are deciding to stay longer and spend more money in the region, as overnight stays rose 13.8 per cent in the same period. Chinese visitors have led the boom with the most visitors, spending more than double any other nationality visiting the state.
Tourism Research Australia statistics show 28 per cent of Chinese visitors went to Daylesford and the Macedon Ranges for an overnight trip without their hosts.
But it remains a challenge to attract visitors to Daylesford and Hepburn Shire, as Chinese tourists increasingly travel independently rather than with large organised groups.
Daylesford is included in the Great Southern Touring Route, a marketing campaign to attract tourists to the Great Ocean Road, the Grampians, Ballarat and Daylesford.
Daylesford Macedon Ranges Tourism general manager Judith Isherwood said despite the organisation’s primary focus in attracting the Melbourne market, a large proportion of tourism product on the Hepburn Shire side of the region was internationally ready.
“Some of the businesses that work very well with the Great Southern Touring Route and are doing great things with attracting an international market include Creswick Woollen Mills, Hepburn Bathhouse and Spa, Grange Bellinzona and The Lake House,” Ms Isherwood said.
“Looking to increase tourism in the whole region, our focus is about trying to increase awareness among international visitors about what this region has to offer. At the moment we are working closely with Visit Victoria and Tourism Australia looking at how we can promote what we have here to international tourists and we are targeting international media.”
Creswick Woollen Mills has seen great success in attracting Chinese tourists. Bus loads of tourists often arrive at the mills each day. Owner Boaz Herszfeld said the number of Chinese visitors to the mills increased after hiring Chinese speaking staff and building close connections bus tourist bus operators.
“In past 12 months, we have had over 130,000 visitors and approximately 30,000 have been Chinese speaking visitors,” Mr Herszfeld said. “It’s about being friendly to those that may not speak good English and being welcoming.”
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